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Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games
Kohout, Jakub ; Turková, Kateřina (advisor) ; Halada, Jan (referee)
My bachelor thesis "Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games" examines the complex marketing communication of the Czech Olympic Team using available data. In the thesis I first describe the theoretical foundations of the field of marketing and sports marketing, then I introduce the issues of marketing communication within the Olympic Games. In the practical part, with the help of semi-structured interviews with members of the Czech Olympic Team marketing team and SWOT analysis, I draw conclusions and offer recommendations for further marketing communication strategy of the Czech Olympic Team. The thesis examines in detail all marketing tools and channels of the Czech Olympic Team.
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Brand Image Of Czech Olympic Team - CZECH TEAM
Čmucha, Jiří ; Voráček, Josef (advisor) ; Kindová, Alena (referee)
Title: Brand Image Of The Czech Olympic Team - CZECH TEAM Objectives: A main objective of bachelor thesis is creationing of a complex description of the brand image of the Czech Olympic Team - Czech Team. To achieve defined objective was necessary to determinate a profile of the brand, its origin, progress, functions, reasons or sense of the brand existence and brand identity. At the same time a quantitative research was executed finding out knowledge and awareness of the brand Czech Team among selected respondents and the brand personality was identified from the public view. Final part of thesis is dealt with an evaluation of results, recommendations and proposals improving the brand image of the Czech Olympic Team in the future. Methods: Information needed to create the general description of profile of the brand Czech Team was got from a representative of official marketing agency of the Czech Olympic Committee. The marketing research was carried out among selected respondents who obtained electronic questionnaires. Students of Czech universities were selected as the respondents. Keywords: brand, image, brand image, brand identity, brand personality, olympic emblem, logo, Czech Olympic Team, Czech Team, marketing research, interview, questionnaire
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Motivations and objectives of the Czech Olympic team partners
Vaculíková, Kateřina ; Crossan, William Morea (advisor) ; Belovski, Sasho (referee)
Title: Motivations and objectives of the Czech Olympic team partners Supervisor: Mgr. William Crossan PhD Objectives: The aim of the thesis is to identify motivations of companies for entering into partnership with the Czech Olympic team. Furthermore, to examine objectives sought through the sponsorship agreement and determine their importance for each company. Findings are subsequently compared with those of similar studies made in past. Part of this thesis is dedicated to the analysis of marketing of the Czech Olympic committee and partners opinion concerning the Olympic park Sochi - Letná 2014. Methods: Qualitative research through semi-structured interviews conducted with sponsor representatives and the marketing director of the Czech Olympic committee. In-depth study of similarly oriented sponsor motivation research was also made. Sponsors were also asked to rank the importance of given sponsorship objectives. Results: The main motivation behind the decision to become a Czech Olympic team partner was found to be the connection with a strong, unique brand, as well as the desire to exploit the positive perception of the Olympic attributes with the possibility of its transfer to the partner. The most important objectives found were increasing brand value and enhancing company image. Another...
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Brand Image Of Czech Olympic Team - CZECH TEAM
Čmucha, Jiří ; Voráček, Josef (advisor) ; Kindová, Alena (referee)
Title: Brand Image Of The Czech Olympic Team - CZECH TEAM Objectives: A main objective of bachelor thesis is creationing of a complex description of the brand image of the Czech Olympic Team - Czech Team. To achieve defined objective was necessary to determinate a profile of the brand, its origin, progress, functions, reasons or sense of the brand existence and brand identity. At the same time a quantitative research was executed finding out knowledge and awareness of the brand Czech Team among selected respondents and the brand personality was identified from the public view. Final part of thesis is dealt with an evaluation of results, recommendations and proposals improving the brand image of the Czech Olympic Team in the future. Methods: Information needed to create the general description of profile of the brand Czech Team was got from a representative of official marketing agency of the Czech Olympic Committee. The marketing research was carried out among selected respondents who obtained electronic questionnaires. Students of Czech universities were selected as the respondents. Keywords: brand, image, brand image, brand identity, brand personality, olympic emblem, logo, Czech Olympic Team, Czech Team, marketing research, interview, questionnaire
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The Use of Olympic Games for Brand Marketing Communications
Košťálová, Barbora ; Zamazalová, Marcela (advisor) ; Vacek, Jaroslav (referee)
This bachelor's thesis ,,The Use of Olympic Games for Brand Marketing Communications'' theoretically summarizes the theme of the Olympic marketing and sponsorship of the Olympic and analyzes the Olympic symbols which are crucial for this kind of marketing and sponsorship. The aim of this thesis is to assess knowledge of international partners of the Olympic Games and the Czech Olympic team at the Olympic Winter Games in Sochi 2014. The empirical part of this knowledge is based on two questionnaires which are compared and evaluated. At the end of this thesis, there are a few recommendations formulated on the basis of the survey results.
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